Catalysis can be interpreted as "change" amplified by many orders of magnitude i.e., "dramatic" change. This concept depicts this interpretation of catalysis as "dramatic" change by splitting the word into two halves and having the first half (cata) in lowercase and the second half (ysis) in uppercase. The "l" forms the separator between the two showing the before-after comparison i.e., the typography before catalysis is in lowecase and shifts to uppercase after catalysis signifying "dramatic" change. This before-after separation guides the entire development of the brand as can be seen in the slides below...